Question 1

When are projective techniques the best choice in research decisions?

Accepted Answer

Projective techniques are the best choice when you need to uncover emotions or motivations that people can't articulate through direct questioning. They shine in situations where respondents might be unwilling or unable to share their true opinions — for instance, unspoken anxieties in financial decisions or aspirational feelings toward a luxury brand. By having participants project feelings onto metaphors, imagery, or hypothetical scenarios (like describing a brand as an animal or color), these methods reveal subconscious attitudes that traditional surveys might miss. The trade-off is that results are interpretive and require skilled analysis, but when the goal is rich insight into the "why" behind consumer behavior, projective exercises offer a uniquely powerful window into consumer psychology and decision drivers.

Question 2

How can pharma research better capture patient experiences outside clinical?

Accepted Answer

Pharma research can capture patient experiences outside the clinic by embracing real-world data collection methods that follow patients in their daily lives. Instead of just relying on clinic visits and surveys, companies now use mobile apps, wearable sensors, and patient diaries to gather ongoing insights into symptoms, medication adherence, and quality of life. For example, a patient might log pain levels or side effects in an app each day, providing context that a monthly doctor visit might miss. In-home interviews or community forums also let researchers hear patients' stories about managing their condition day-to-day. By integrating these patient-driven data streams with traditional clinical trial data, pharma gets a much richer, more holistic view of how treatments impact people beyond the exam room.

Question 3

How can we harmonize enterprise buyer research across global regions?

Accepted Answer

Harmonizing enterprise buyer research across global regions requires a standardized framework with room for local adaptations. Start with consistent core elements: define the same buyer personas, decision criteria, and key metrics to investigate in each region so that results are comparable. Use a common research instrument (like a standardized survey or discussion guide), but allow slight tweaks in language or examples to fit local context and jargon. It's important to train regional research teams on this shared approach and possibly centralize the data collection tool, ensuring all data comes in a compatible format. After data collection, calibrate for any cultural response biases (e.g., some regions tending to rate higher or lower on scales) so you can fairly compare results. Regular cross-region analysis meetings or consolidated reports then bring the insights together, giving a coherent global view of enterprise buyers while still respecting local nuances.

Question 4

How do I forecast prescribing behavior based on physician awareness?

Accepted Answer

To forecast prescribing behavior based on physician awareness, incorporate awareness as a key input in a predictive model informed by past patterns. Start by measuring current awareness levels of the drug among the target physicians (through surveys or awareness tracking). Then use analogs or historical data: for example, examine similar drug launches to see how prescription volumes grew once physician awareness hit certain thresholds. You might find that when, say, 70% of doctors were aware of a comparable drug, it achieved a 30% adoption rate in its category. Such relationships allow you to estimate how rising awareness for your drug could translate into new prescriptions. If you have data on physicians' intent-to-prescribe (like survey respondents indicating how likely they are to prescribe after becoming aware), include that as well for refinement. In practice, you'll likely build a simple model or assumption set where each percentage gain in awareness contributes a proportional gain in prescribing, adjusted for factors like drug efficacy and market access. Regularly update the forecast with actual prescription data as awareness grows, refining the model over time.

Question 5

Can AI tools improve forecasting for new drug launches?

Accepted Answer

Yes, AI tools can make new drug launch forecasts more sophisticated by analyzing complex patterns across many data sources, but they complement rather than completely replace traditional forecasting. Forecasting a novel drug's uptake is tricky, especially with limited analogs. AI and machine learning can help by processing vast amounts of data — beyond what an analyst could handle — such as patient demographics, physician prescribing behaviors, formulary and insurance data, and even social media or key opinion leader sentiment. For example, an AI model might detect that a drug with a certain efficacy profile and marketing mix follows a launch trajectory similar to past drugs in related categories, adjusting predictions as real-world prescription data starts coming in. This often yields a more nuanced forecast that updates in near real time. However, because every new drug has unique aspects (a novel mechanism, different competition, regulatory nuances), AI predictions need expert oversight. Companies typically use AI-driven forecasts alongside traditional analog-based methods and expert input. The AI improves accuracy by uncovering patterns and early indicators, while human experts ensure the predictions make sense given any one-of-a-kind factors.

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Market Research FAQs with Expert Insights

When are projective techniques the best choice in research decisions?

How can pharma research better capture patient experiences outside clinical?

How can we harmonize enterprise buyer research across global regions?

How do I forecast prescribing behavior based on physician awareness?

Can AI tools improve forecasting for new drug launches?